Our first piece, “Evolution of a Market – Impressions to People” looks at the most effective ways digital publishers can monetize their content. This includes maximizing the value of their media by matching it with audiences and high quality environments. We break down the capabilities of different data-enabled serving technologies and quantify the results by the key metrics that ultimately determine how successful an ad is, including its impact on, user experience, ad quality, and revenue.
Our goal with this piece, as with the others in the series that will follow, is to provide perspective and direction to anyone interested in the future of data-enabled media planning and buying, and we hope you find it valuable. This is an exciting time for the media community and we look forward to doing our part to help raise the bar.